NEGOSENTRO.COM | Take a look at our guide to find out why voice search optimisation should be a central part of your brand’s search marketing strategy in 2019.
What is Voice Search?
Traditionally, when users wanted to find information online, they would need to type their query into a search engine. However, this is all beginning to change with the advent of voice search. Voice search technology allows users to verbally state their query into a device such as a smart speaker and receive a spoken answer from an AI-powered virtual assistant. Some of the most popular services include Alexa, Google Home, Siri, and Cortana.
Why Should You Optimise Your Site for Voice Search?
A major trend in digital marketing for 2020, voice search is transforming the SEO industry as we know it. In fact, voice search is expected to make up half of all online searches by 2020. To ensure maximum online visibility, marketers must now ensure that their site is optimised for both written and voice search. This will help you to direct more organic traffic to your site and get a leg up on your competitors.
3 Ways to Optimise Your Website for Voice Search
- Mimic Spoken Language
“As marketers, we need to think about how we prepare for this new set of queries that will become more and more prominent within the overall search mix. That means thinking about the way people talk, rather than the way they type.”
- James Murray, Bing
The language and phrasing of voice search queries differs significantly from that of written queries. The language used is more conversational. If you want to optimise your site for voice search, it’s important to ensure that the tone of the content is naturalistic, concise and to the point. Users are also more likely to search with long-tail keywords, so it’s important to integrate these throughout your website.
- Go Local
If your business relies heavily on foot traffic, then it is well-worth investing time and effort into local SEO. According to KPCB’s Internet Trends Report, 22% of people use voice search when trying to find localised information such as business hours, specific amenities in an area (e.g. coffee shops, grocery stores) or “things to do near me”. You can optimise your site for local SEO by:
- Making sure that your Google My Business listing is up-to-date, accurate and complete.
- Including location-specific data (e.g. address and telephone number) throughout your website. Your website footer is a good spot for this information.
- Adding structured markup with location data to your site which may help you appear as a featured snippet on the Google SERP.
- Question & Answer Formatting
The majority of spoken queries are phrased as full questions. Search engines currently favour websites that offer concise, relevant answers that are about two or three sentences long. As such, it’s a really good idea to lay out your content in a comprehensive question and answer format with clearly laid-out h-tags to make it easier for search engines to identify the relevant sections. The Answer the Public keyword planner provides an excellent resource for question-based keyword research.
Learn More About Voice SEO
If you want to learn more about voice search optimisation, then we recommend reading the below infographic from ERS IT Solutions. This handy guide offers an in-depth look at a range of topics such as:
- Voice search statistics
- The most well-known voice search platforms
- The advantages associated with voice SEO
- The most common types of voice search queries
- Expert insights from industry leaders
Scroll down to the infographic below to learn more.